During the California Gold Rush in 1853, Bavarian immigrant Levi Strauss founded a wholesale dry goods business in San Francisco called Levi Strauss & Co. In 1873, Strauss helped patent the process of putting rivets in pants for strength and durability, giving birth to the world's first jean. Since then, the company's unrivaled attention to detail and iconic American style have made Levi Strauss & Co. one of the largest brand-name apparel marketers, selling its wares in 110 countries worldwide.
Launched in 2003, the Signature by Levi Strauss & Co.™ brand offers high-quality, fashionable jeans at affordable prices to consumers who shop at stores like Walmart and Kmart. With denim and casualwear for men, women, and children, Signature by Levi Strauss & Co.™ apparel is the ideal fit for families who know the value of quality craftsmanship and quintessential style — the very things that have made Levi Strauss brands world famous for generations